Costumer Behavior Hi, please follow all formalities and questions, no plagiarism, word count 2000 words. Due Saturday, March 5th, thanks. BCO225 – CUSTO

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Hi, please follow all formalities and questions, no plagiarism, word count 2000 words. Due Saturday, March 5th, thanks.

BCO225 – CUSTOMER BEHAVIOR MIDTERM Task brief & rubrics

Task: Written summative assignment

Customer Behavior Strategy

This assessment is a written submission exam and will be released in week 4 of the course.

Use examples to illustrate your point. Include links and images

1. Explain Maslow hierarchy of needs.

o Use an example to explain the marketing strategy used to connect with the consumer at each level.

2. What is the difference between attitude and behavior?

o Can we change them along our lives? Explain one Marketing Campaign that manages to provoke a change.

3. Explain the different Consumer profiles along the Product Life Cycle

o Do you think people always fit in the same consumer profile no matter the situation (type of product/service they are

considering)

4. Explain how a marketing campaign can provoke a real effect on consumer’s behavior?

5. Explain the purpose of segmentation. How do we use it in a marketing campaign?

The report should be in word document format and must be uploaded to a Turnitin folder created on the course Moodle platform.

Formalities:

o Word: Word count: 2000 words.

o Cover, Table of Contents, References and Appendix are excluded of the total word count.

o Font: Arial, size 12,5

o Text alignment: Justified

o The in-text References and the Bibliography have to be in Harvard’s citation style.

Submission: Week (6) – Via Moodle (Turnitin). Submission deadline Sunday 6th of March 2022 at 23:59 CEST

Weight: This task is a 40% of your total grade for this subject.

It assesses the following learning outcomes:

Outcome 1: Understanding Customer behavior and Consumer Needs

Outcome 2: Understanding Customer relationship

Outcome 3: Understanding Customer research

Outcome 4: Understanding Customer journey

Rubrics

Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69

Knowledge &
Understanding

(20%)

Student demonstrates
excellent understanding of
key concepts and uses
vocabulary in an entirely
appropriate manner.

Student demonstrates
good understanding of the
task and mentions some
relevant concepts and
demonstrates use of the
relevant vocabulary.

Student understands the
task and provides minimum
theory and/or some use of
vocabulary.

Student understands the task
and attempts to answer the
question but does not
mention key concepts or uses
minimum amount of relevant
vocabulary.

Application (30%) Student applies fully
relevant knowledge from
the topics delivered in
class.
Customer needs, Maslow,
behavior and attitude,
Customer journey, loyalty
program, retention,
customer experience, CRM

Student applies mostly
relevant knowledge from
the topics delivered in
class.
Customer needs, Maslow,
behavior and attitude,
Customer journey, loyalty
program, retention,
customer experience, CRM

Student applies some
relevant knowledge from
the topics delivered in
class. Misunderstanding
may be evident.
Customer needs, Maslow,
behavior and attitude,
Customer journey, loyalty
program, retention,
customer experience, CRM

Student applies little relevant
knowledge from the topics
delivered in class.
Misunderstands are evident.
Customer needs, Maslow,
behavior and attitude,
Customer journey, loyalty
program, retention,
customer experience, CRM

Critical Thinking
(30%)

Student critically assesses
in excellent ways, drawing
outstanding conclusions
from relevant authors.

Student critically assesses
in good ways, drawing
conclusions from relevant
authors and references.

Student provides some
insights but stays on the
surface of the topic.
References may not be
relevant.

Student makes little or none
critical thinking insights, does
not quote appropriate
authors, and does not
provide valid sources.

Communication
(20%)

Student communicates
their ideas extremely
clearly and concisely,
respecting word count,
grammar and spellcheck

Student communicates
their ideas clearly and
concisely, respecting word
count, grammar and
spellcheck

Student communicates
their ideas with some
clarity and concision. It
may be slightly over or
under the wordcount limit.
Some misspelling errors
may be evident.

Student communicates their
ideas in a somewhat unclear
and unconcise way. Does not
reach or does exceed
wordcount excessively and
misspelling errors are
evident.

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